AV: Isn’t it time to deliver what the user wants?

SPONSORED: By Roger McArdell, Chief Technical Officer, Ashton Bentley

Recently, I had a discussion with a business owner about his meeting rooms, so I was very interested in what an AV consultant (who had reviewed the technology in his room designs) had to say. The consultant, a well-respected stalwart of AV, told him, “the most important characteristic of the room was that it must support 4K60 4:4:4 video”.

Soon after I met with a friend from a marketing firm. With exasperation, he told me about meetings with separate clients when, on each occasion, the meeting had been delayed by at least 10 minutes while the host struggled to get the AV kit to work. None of these meetings had complex requirements, just the ability to connect a laptop and present PowerPoint.

These two separate conversations really sum up the diametrically opposed opinions of the AV industry and the clients it attempts to serve.

It doesn’t matter what business you are in, including education, meeting room usage is largely the same. Usually visual presentation, remote collaboration followed by video/audio conferencing.

Look through the industry AV magazines, visit the shows, and we are still faced with meaningless specifications from an industry obsessed with designing every meeting room from scratch. It’s in the AV salesman’s interest to specify as much equipment as possible. And the whole industry is set-up to do this. Isn’t it time to deliver what the user wants?

Simple systems that are cost effective, simple to install, simple to use and simple to maintain.

Ashton Bentley – complete meeting room environments, as seen here.




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